|
|
By Guilherme Tubino Jorge
Image of a woman inside a smartphone screen, representing her presence in digital marketing
Femvertising generally means the presence of women in digital marketing and their influence on campaigns. This concept has been growing over the years, being adopted by many companies that have managed to see the importance of providing new experiences to the female audience.
A recent survey conducted by the Locomotiva Institute on Brazilian consumers is proof that women are not being included correctly in organizations' strategies. The study showed that around 93% of women in the country do not feel represented in advertising.
With femvertising, women gain a voice, notoriety and, in fact, feel represented in actions carried out by brands. But to better understand this concept and how it should be done, continue reading this content that we have prepared.
summary
What is the concept and characteristics of Femvertising?
But how do you market to women correctly?
What is the concept and characteristics of Femvertising?
internal The concept features femvertising webshare
The term Femvertising was created in 2014 by the North American company She Media, which carries out numerous initiatives and campaigns for gender equality. It is a union of the English words “feminine” and “advertising”. In other Japan WhatsApp Number List words: these are advertisements aimed only at women.
Therefore, the movement has come to change advertising concepts that women no longer identify with. These are female stereotypes that were portrayed in the past and for decades have been part of the image of women in commercials and marketing campaigns.
From femversiting, showing that communication needs to change and there is room for it, many organizations understood the message, changed their mindset and redesigned their strategies in actions that make women feel included and, above all, represented in the current day and age.
After all, one of the points most demanded by economically active customers is the positioning of brands on numerous subjects and with which they are communicating with the public.
Femvertising in Brazil
Brazil, which used to be one of the classics in stereotyping women in advertisements, is showing clear and significant changes.
A good example of this is beer advertising. The Skol brand, for example, has transformed its language. Today, the brand's advertisements are associated with diverse cultural themes and audiences.
Other brands that changed the way they communicate
Many brands around the world have changed their language and had to rethink some concepts, including some that sell products aimed at women. Virtually unparalleled beauty, represented by perfect models, is one of the most difficult images to break.
However, for some time now, brands such as Avon, Dove and Natura Always have been doing this. They are breaking this concept, renewing communication and advertising that is closer to women's reality.
|
|
